Societal Value Antecedent of Corporate Social Responsibility and Business Strategy

Abstract

The characterisation and justification of corporate social responsibility (CSR) actions have left unexplored the antecedents of CSR such as societal values. In this study, using Vodafone Ghana, we explore the role of societal values in business and corporate social responsibility. Societal views, expressed in local philosophical thoughts, showed the expectations on business to uphold both the profit motive and sharing of gains with society. Community connection and stakeholder perspectives are central to Vodafone’s CSR initiatives and business strategy. Thus, mainstreaming of CSR follows the syncretic stewardship model as the company embraces economic objectives as well as virtue. The societal value antecedent, therefore, has implication for the model of CSR that is adopted to achieve the business’ strategic objectives. It also adds to the integrative social contract theory by making explicit aspects of the implicit social contract that exists in the relationship between business and society.